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Digital Content Specialist (on-site)

Position Summary

The Digital Content Specialist is responsible for managing and executing the Property Owners Association's digital content strategy across all online platforms. This position creates, publishes, and optimizes engaging content that promotes the community, supports organizational initiatives, increases audience engagement, and generates qualified leads.

The ideal candidate is highly organized, creative, detail-oriented, and experienced in content management systems, social media publishing, digital communications, and analytics. This position focuses on content strategy and execution rather than website development or programming.

Essential Responsibilities

Digital Content Management

• Manage and maintain digital content across the POA website, landing pages, email platforms, and social media channels. 
• Create, update, and publish website content using the organization's Content Management System (CMS). 
• Build and maintain campaign-specific landing pages to support marketing initiatives, events, lead generation, and promotional campaigns. 
• Ensure all digital content is current, accurate, visually engaging, and aligned with the POA brand standards. 
• Coordinate content updates with internal departments to ensure timely communication of organizational news, events, amenities, and programs. 
• Maintain an organized digital content calendar across all communication channels. 

Social Media Management

• Develop and execute daily content across Facebook, Instagram, LinkedIn, TikTok, YouTube, X (Twitter), and emerging platforms. 
• Schedule, publish, and monitor social media content using approved management platforms. 
• Create engaging written, graphic, photo, and video content that promotes community amenities, lifestyle, events, and organizational initiatives. 
• Monitor community engagement and respond to comments, questions, and messages consistent with organizational communication guidelines. 
• Track social media trends and recommend new content opportunities to increase reach and engagement. 
• Provide live social media coverage during major community events. 
• Develop and execute daily content across Facebook, Instagram, LinkedIn, TikTok, YouTube, X (Twitter), and emerging platforms. 
• Schedule, publish, and monitor social media content using approved management platforms. 
• Create engaging written, graphic, photo, and video content that promotes community amenities, lifestyle, events, and organizational initiatives. 
• Develop, launch, and manage paid social media advertising campaigns across Meta, LinkedIn, TikTok, and other approved platforms to support organizational goals, events, visitor attraction, membership initiatives, and lead generation.
• Build targeted audiences using demographic, geographic, behavioral, interest-based, lookalike, and retargeting strategies to maximize campaign performance.
• Monitor campaign performance and optimize budgets, creative assets, audience targeting, and ad placements to improve reach, engagement, conversions, and return on investment (ROI).
• Prepare and present campaign performance reports that include key metrics such as impressions, reach, engagement, click-through rates, conversions, cost-per-click (CPC), cost-per-lead (CPL), and return on ad spend (ROAS), while providing recommendations for continuous improvement.
• Monitor community engagement and respond to comments, questions, and messages consistent with organizational communication guidelines. 
• Track social media trends and recommend new content opportunities to increase reach and engagement. 

Content Creation

• Write compelling digital copy for: 
  • Website pages 
  • Landing pages 
  • Blogs 
  • Event promotions 
  • Social media 
  • Digital advertisements 
• Capture photography and video content throughout the community. 
• Edit short-form videos and promotional content for digital channels. 
• Create graphics and visual assets using approved design software. 

Digital Marketing and Revenue Support

• Assist with planning and execution of digital marketing campaigns. 
• Coordinate digital promotions and ads supporting: 
  • Community events 
  • Membership initiatives 
  • Digital Business ads sold
  • Visitor programs 
  • Golf promotions 
  • Recreation programs 
  • Real estate initiatives 
• Assist in managing paid digital advertising campaigns across Meta, Google, and other approved digital platforms. 
• Support audience segmentation, remarketing efforts, and campaign optimization. 
• Create ads for alternative platforms including streaming apps and radio content.

Analytics & Reporting

• Monitor website and social media analytics. 
• Track key performance indicators including: 
  • Website traffic 
  • Landing page conversions 
  • Email performance 
  • Social media engagement 
  • Audience growth 
  • Campaign performance 
• Prepare monthly reports highlighting digital performance and recommendations for continuous improvement. 
• Utilize Google Analytics, Meta Business Suite, and related reporting tools to evaluate content effectiveness. 

Creative & Brand Support

• Assist with digital marketing assets including: 
  • Social media graphics 
  • Digital advertisements 
  • Event promotions 
  • Email graphics 
  • Digital signage 
  • Promotional materials 
• Ensure brand consistency across all digital communications. 
• Contribute to maintaining the organization's digital asset library. 

Event Marketing Support

• Support promotional efforts for community events and organizational initiatives. 
• Capture photography and video during events. 
• Publish live event updates and post-event recap content. 
• Assist with event marketing materials and promotional campaigns before, during, and after events.

Qualifications

Education & Experience

• Degree in marketing, Communications, Public Relations, Journalism, Digital Media, or related field preferred and/or Minimum of 3 years of professional experience in digital marketing, digital communications, social media management, or content management. 
• Experience managing content through website Content Management Systems (CMS). 
• Experience creating and managing landing pages using modern marketing platforms. 

Technical Skills

Experience with:

• Website Content Management Systems (WordPress, Drupal, Sitecore, or similar) 
• Meta Business Suite (including Ads Manager)
• Google Analytics 4 
• Google Tag Manager (preferred) 
• Google Ads (preferred) 
• Email marketing platforms 
• Canva and Adobe Creative Suite 
• Video editing software 
• Social media scheduling platforms 
• Microsoft Office Suite 

Required Skills

• Excellent copywriting and editing abilities. 
• Strong understanding of digital storytelling and audience engagement. 
• Knowledge of SEO best practices related to content optimization. 
• Experience creating digital campaigns that support lead generation and community engagement. 
• Ability to manage multiple projects while meeting deadlines. 
• Strong organizational and project management skills. 
• Ability to work independently while collaborating effectively across departments. 
• Photography and videography experience preferred. 
• Experience creating, managing, optimizing, and reporting on paid social media advertising campaigns. 
• Strong understanding of audience segmentation, A/B testing, remarketing, conversion tracking, and campaign optimization. 
• Ability to interpret campaign analytics and translate data into actionable marketing recommendations. 
• Experience managing advertising budgets and maximizing return on investment (ROI).

Working Conditions

• Ability to attend and support community events, including occasional evenings and weekends. 
• Ability to capture photography and video in various outdoor settings. 
• Ability to travel throughout the community for content creation and event coverage. 

Success Measures

Success in this role will be measured by:

• Growth in social media engagement and audience reach 
• Website content accuracy and freshness 
• Timely completion of digital content updates 
• Landing page conversion performance 
• Email marketing engagement rates 
• Digital campaign performance 
• Content production quality and consistency 
• Brand compliance across all digital channels 
• Successful support of organizational marketing initiatives